Article Summary –
The Michigan administration, led by Gov. Gretchen Whitmer, has launched a $20 million national marketing campaign, “You Can in Michigan,” aiming to drive population growth in the state. The campaign includes social media, television, and radio ads targeting 12 states and several progressive cities and featuring an AI-based website for potential residents to explore job opportunities and calculate cost of living. The Michigan Economic Development Corporation, which is also running other campaigns such as Pure Michigan and Pure Opportunity, claims that this is the largest state talent attraction campaign in the nation.
Michigan Launches $20M Marketing Campaign to Boost Population Growth
Michigan’s Governor Gretchen Whitmer is kickstarting a $20 million advertising initiative to promote population growth in the state. Named “You Can in Michigan“, this campaign represents a nationwide effort to mitigate stagnant population rates in recent years.
It holds the title for the nation’s largest talent attraction campaign, as stated by the Michigan Economic Development Corporation (MEDC). The campaign will feature TV, radio, and social media advertisements, highlighting the vibrant life in Michigan.
Whitmer affirmed during a virtual press conference, “Michigan’s growth relies on attracting new talent. We have invested in critical issues, implemented welcoming policies to ensure everyone can make it in Michigan.”
“You Can in Michigan” complements other state-run campaigns like Pure Michigan and Pure Opportunity, says Michelle Grinnell, MEDC’s senior VP of marketing and communications.
Advertisements will run across twelve states and will target progressive cities like New York, San Francisco, Austin, and Washington, D.C. The campaign also features an AI-powered website for potential movers to browse job opportunities and estimate living costs.
Despite years of population stagnation, officials believe recent social policies by the Democratic-led government could serve as a selling point.
In August, MEDC launched social media ads emphasizing inclusion and promoting Michigan as “a state that protects your rights,” targeting six conservative states. Notably, Michigan recently enacted legislation lifting the 1931 abortion ban, alongside protections for LGBTQ Michiganders.
Whitmer mentioned a woman who moved her family to Michigan for better rights for her daughter and a teacher who relocated from Florida due to public education concerns.
The Michigan Growing Together Council, set up in June, is developing strategies to attract new residents and retain existing ones. The state’s first chief growth officer, Hilary Doe, emphasized housing solutions and childcare options as key considerations.
The MEDC has also filled over 500 new electric vehicle jobs, encouraged 300 college students to pursue tech careers, and awarded scholarships to 28 local engineers, according to MEDC CEO Quentin Messer Jr.
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